Comparing Effectiveness of Display Ads and Influencer Marketing on Pinterest

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216224%3A14560%2F19%3A00113609" target="_blank" >RIV/00216224:14560/19:00113609 - isvavai.cz</a>

Výsledek na webu

<a href="https://webcentrum.muni.cz/media/3220002/sbornik-2019-105-converted.pdf" target="_blank" >https://webcentrum.muni.cz/media/3220002/sbornik-2019-105-converted.pdf</a>

DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

Comparing Effectiveness of Display Ads and Influencer Marketing on Pinterest

Popis výsledku v původním jazyce

Social media is becoming an integral part of our everyday business life. Individuals are spending hours on social media, either through their smartphones or computers. The goal of this research paper is to investigate and analyse the social media marketing tactics focused on the Pinterest platform in the context of a real e-commerce website. A so-called split test will be performed between influencer marketing and display ads and respective results in the form of metrics and sales will be presented. The results indicated that influencer marketing is significantly more effective marketing channel in comparison to various types of display ads on Pinterest. Main limitations of this study are that Pinterest is a relatively new marketing channel implying that not much of the research has been performed so far – leading to very vague theoretical foundations of the concept. Secondly, while identifying the characteristics of influencer marketing, the focus has been on influencers working in the niche of fashion and lifestyle, which naturally does not show the whole scope of influencer marketing on Pinterest. Promising venue for the future studies is the eventual test the integration of influencer marketing and display ads, contrary to this study.

Název v anglickém jazyce

Comparing Effectiveness of Display Ads and Influencer Marketing on Pinterest

Popis výsledku anglicky

Social media is becoming an integral part of our everyday business life. Individuals are spending hours on social media, either through their smartphones or computers. The goal of this research paper is to investigate and analyse the social media marketing tactics focused on the Pinterest platform in the context of a real e-commerce website. A so-called split test will be performed between influencer marketing and display ads and respective results in the form of metrics and sales will be presented. The results indicated that influencer marketing is significantly more effective marketing channel in comparison to various types of display ads on Pinterest. Main limitations of this study are that Pinterest is a relatively new marketing channel implying that not much of the research has been performed so far – leading to very vague theoretical foundations of the concept. Secondly, while identifying the characteristics of influencer marketing, the focus has been on influencers working in the niche of fashion and lifestyle, which naturally does not show the whole scope of influencer marketing on Pinterest. Promising venue for the future studies is the eventual test the integration of influencer marketing and display ads, contrary to this study.

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

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Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2019

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

Proceedings of the International Scientific Conference of Business Economics Management and Marketing 2019

ISBN

9788021095656

ISSN

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e-ISSN

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Počet stran výsledku

9

Strana od-do

115-123

Název nakladatele

Masaryk University

Místo vydání

Brno

Místo konání akce

Brno

Datum konání akce

1. 1. 2019

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

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